Campaign Goals Should Drive YouTube Brand Activity: Pixability

YouTube can be an overwhelming space for brands big and small. 付费媒体有多重要? What type of videos should brands create? 一个品牌如何才能最好地吸引注意力? Answering that at more were representatives from Pixability, Starz, YouTube, 和该服务, who spoke on a 流媒体 East panel called “Paid Media on YouTube: Strategies for Brands.”

What brands should offer on YouTube is determined by their campaign goals, 贾米森·蒂尔斯纳说, 战略客户导致像素化. A YouTube ecosystem partner, Pixability creates marketing software that works with YouTube APIs. Brands need to develop content that speaks to its target audience, and drive a sustained audience over time, 他说.

“We found YouTube as an effective tool to drive eyeballs,” Tilsner 说. 以获得更细粒度的目标, Pixability has a tool that provides contextual targeting, identifying relevant videos that mention a given product and letting brands advertise against them.

Digging into the YouTube APIs gives Pixability even more insights. 例如, it can determine the time of day when viewers of a certain type of content are more likely to tweet about or share a video. 然后, if a brand has the goal of maximizing Facebook shares or tweets, it can promote its videos at the optimal time.

Toward the end of the session, the panelists addressed 谷歌的首选, the YouTube sales program that offers the top 5 percent of channels in 23 key verticals to advertisers for a premium rate. The idea is that TV brand advertisers can feel secure buying 谷歌的首选, since they’re assured of advertising against content that’s popular and brand-safe.

谷歌的首选 is targeted at agencies, and makes it easy to convince brands to take a chance on digital, 说戴夫卡茨, vice president of digital media for Starz. Premium buyers are used to buying premium content, and with 谷歌的首选 they know their ads won’t appear on unprofessional user-generated video.

Premium content is great for building awareness, Tilsner 说: If consumers know about the brand already, contextual ads -- perhaps on how-to content -- are more effective.

Some of the panels best advice came from Anand Banwasi, partner product manager for YouTube. Don’t think of YouTube as an audience, he advised. 相反，把它想象成粉丝. Ask them what they want to see and they’ll tell you.

观看下面的完整讨论:

Paid Media on YouTube: Strategies for Brands

Most consumer brands have developed some presence on YouTube, but paid media on the entertainment behemoth remains a mystery for many. Should YouTube be treated as an extension of search or television, performance or branding? Is cost-per-completed-view an appropriate performance metric? With easy access to TrueView ads through AdWords, should media agencies oversee these budgets? This session will discuss multi-channel networks and YouTube technology partners, looking at how they add value and how brands should work with a third party to manage content on YouTube.

Moderator: Joshua Cohen, Co-Founder, Tubefilter
Speaker: Jamison Tilsner, Strategic Accounts Lead, Pixability
Speaker: Anand Banwasi, Partner Product Manager, YouTube
Speaker: David Katz, VP, Digital Media, Starz Media
Speaker: George Hammer, VP, Group Director, Strategy Social and Content, Digitas